The development of a mobile application cannot be achieved overnight. It requires a lot of time and effort, and it's about understanding the process evaluating the outcomes, and analyzing the efficacy of specific marketing activities that we carry out. What are the most important KPIs for success in the App Store or Google Play? What are the indicators that we must monitor for success? Mobile apps have different objectives according to their stage of development. It could be organic growth, increased conversion rate, or more installs. Decreasing the cost of acquisition for users and increasing revenue or improving retention reaching certain levels of engagement or increasing the number of Monthly or Daily Active Users (DAU or MAU).
App Store SEO/ASO is equally crucial at any point in the cycle of growth for a product.
It is designed to boost visibility and visibility on app stores, with the principal goal to increase organic downloads and decrease the cost of acquiring users and paid marketing. At the end of the product stage, the ASO strategy aims to maintain the growth and keep the top spots on charts and search results by comparing the performance to the competition and improving the conversion rate, retention rates, and feedback.
Key Metrics for App Store Optimization (ASO), Source: Youtube, Mobile Action
It is essential to understand that the ASO method is a process that must be executed and monitored to ensure an organic growth rate that is steady for an app. Let's review the primary goals of the app's marketing strategies, then identify the relevant KPIs or metrics, and then figure out how you can measure and improve these. Since what's not measured cannot be improved!
The primary purpose of App store optimization is to increase your visibility for mobile games and apps on the App Store to improve the searchability of Search and top Charts and featured and gained more organic installations.
The KPIs in this stage are evaluated using every ASO tool:
Keywords positions in the search results for your targeted keywords and keyword combination
The Top Charts rankings places at the very top of the Charts (Free or paid or grossing)
Rankings in categories the position of games or apps in its respective category (e.g., arcade or music)
Improve Visibility of App on Play Store & App Store | App Store Optimization, Source: Youtube, The Digi Experts
Similar or related apps What apps are linked directly to the app? How many apps are connected directly to the app? Related Apps traffic is essential.
Featured - whether or not it is prominently displayed on the store homepage. This KPI is monitored, for instance, using AppAnnie.
These metrics are crucial to measure and understand the reach and accessibility of the stores. Monitoring their growth every day and monthly in every country and comparing the rankings against competitors' products is the basis for an App Store Optimization strategy.
Improving the conversion rate for the store listing's installation is the second objective after visibility. Once a user is introduced to the app, it's essential to make an excellent first impression. This is where the significance in determining the rate of conversion is initial.
Several ASO variables influence the rate of conversion:
The App Name (Title) Description Screenshots, Icon, Screenshots Video Previews, and Feature Graphics.
Off-metadata: Downloads and User Ratings as well as Reviews.
How To Increase Your Conversion Rate On Product Pages (8 Tips & Tricks - Shopify Dropshipping) 2022, Source: Youtube, Ecommerce With Michael
In the funnel of conversion that users go through, Here are two kinds of KPIs that you should be aware of:
Click-through rates (CTR), also known as Tap-through rate (TTR): a proportion of customers who find your snippet in your store (in Search Top Charts, Top Charts, and Featured) and then tap to open its page. This is primarily dependent on the app's name and Icon.
The conversion rate of installation (CR): the percent of people who visit your website's product page downloaded your application.
Each TTR and CR are essential components of the funnel for converting your app's listing on the store. By optimizing them, you will ensure that the most significant proportion of the people who come across your application on your store page will be intrigued and engaged by the product's page and download the app.
To properly evaluate and improve your conversion metrics, you have to keep track of your results and run experiments on your listing elements by using A/B testing tools such as Splitmetrics, TestNest, or Google Experiments available to Android developers on the Google Play Console.
When conducting an A/B test, a specific hypothesis is constructed. Two versions of a list of stores are compared against one another to determine which one is the most effective (usually, it requires a small amount of user acquisition paid for to bring customers towards both).
It is crucial to alter different theories in isolation and then analyze the impact of the change on just one of the website components - to be capable of identifying the factors that have led to an increase in conversion.
The primary growth driver for ASO will be the quantity and speed of installs; however, in the broad range of the apps Marketing strategy, the growth rate is higher than the number of installs.
One of the primary objectives of App store optimization is to grow organically; therefore, the number of installations is an essential factor in this. Installs is the primary KPI that can be monitored within the developer console of the store. You'd like to distinguish between organic and non-organic traffic if you're using paid marketing. The tools to assist in this are Trackers for Mobile Attribution such as AppsFlyer and the Adjust.
With thorough knowledge about organic and non-organic sources for installs, we can measure another crucial KPI for mobile applications: organic Uplift or an organic multiplier.
How to Multiply Mobile Growth with Apple Search Ads & ASO, Source: Youtube, App Masters
This is due to an organic traffic boost triggered by paid-for marketing actions. Purchased downloads can boost the app's search results and top charts. This is, in turn, going to increase its visibility and attract many more organic users.
Organic Uplift is defined by the proportion of organic installs divided by non-organic installations The more excellent organic uplift results in the lower ECPI for the user acquisition.
Another important measure to evaluate the rate of growth is the number of active users. In this instance, the primary KPIs to be measured include monthly active users (MAU) and Daily Active Users (DAU). To measure these users, developers can utilize tools such as Google Analytics and Mixpanel and additional advanced tools for mobile analytics.
Reviews and user ratings are crucial metrics of a stable and "healthy" application. In ASO, they perform two primary functions: first, they are considered by the algorithms used by stores for rankings within Search as well as Top Charts, and second, they play a significant impact on users' choices to download and, consequently, affect the conversion rates.
User Feedback | Measurement Fundamentals | App Marketing | Udacity, Source: Youtube, Udacity
The more reviews and ratings you can accumulate and the higher general satisfaction of the users, the more effective they'll make on rankings and the overall popularity of the application. A lot of negative reviews and low average scores could significantly reduce the effectiveness of the product's page, leading to fewer organic installations.
Luckily, there is a solution for each Apple App Store. Google Play Store offers the developers the opportunity to respond to reviews from users, which can assist them in changing their ratings. Please do not leave your users in the dark and try to resolve any issues they face, and make sure you respond to negative reviews.
A few tools were designed to monitor and track the feedback of users - like, Appbot.
The final but not the least essential objective of mobile application developers is their products' success in revenue generation. To assess the value of their products, several KPIs are used.
Average Revenue Per User (ARPU) - total revenue divided by the number of users.
"Lifetime Value" (LTV) - an estimation of the future net profits for a specific user.
Revenue The total amount of earnings generated through Google AdMob, Facebook FAN, IAP Subscriptions...
To make money from mobile apps, the quality of the app's users is more important than the number of downloads. The person who spends more and stays longer is more valuable than who only tries and then quits. This is where users' previous goal of feedback is in line to optimize the monetization strategy. Listening to users' needs and satisfying their requirements is crucial to maintaining a stable income stream.
A few intelligence and analytics tools that aid in tracking and calculating LTV and ARPU are AppsFlyer, Game Analytics, and Kochava, among others.
There is no one way to measure general success. Each of them is equally important, not just at a specific stage of a product and also as an integral component of the larger App store optimization strategy, by analyzing the various metrics and combining them to get the complete picture of performance.
Utilize your data's power to your favor. Study the metrics using the developer's console, attribution partners apps intelligence, and the ASO toolkit, and your mobile Growth strategy is unparalleled!
Hope this article is helpful to you, thanks for reading.